Google, Yahoo and Microsoft sign up to cookie code

A number of leading internet advertisers, including Google, Microsoft and Yahoo, have signed up to a code of practice that allows web users to opt out of behavioural advertising and cookie tracking on their sites.

A total of 39 firms have signed up to the code, which has been put together by the Internet Advertising Bureau (IAB) Europe ahead of the introduction of new regulations in Europe on how cookies are used.

These regulations will require the consent of users to install cookies on their computers. Firms signing up will be hoping that the code is seen as going far enough by European regulators.

The participating firms agree to display an icon on any advertisement which signifies that behavioural advertising is being used and, if that icon is clicked, users are sent to a site where they can stop this.

IAB Europe president Alain Heureux explained that the code will help to ensure that trust remains central to online advertising.

"Online advertising techniques require the trust of consumers. The Online Behavioural Advertising Framework will introduce cross-industry self-regulation for behavioural advertising across Europe, backed up by a compliant and enforcement mechanism," he said.

"This initiative is the culmination of 18 months' planning and collaboration with European organisations."

Companies that sign up to the code and adhere to its specifications will be granted a seal which can be placed on their web site to demonstrate that they have been approved by the IAB. All necessary obligations must be met by June 2012.

A Google spokesperson said that adhering to the code represented the company's commitment to give users as much control as possible over the advertising that is displayed to them.

"We were happy to participate in creating the IAB framework, which means that the important principles of transparency and user control are now industry standard in Europe," they said.

However, the Open Rights Group was critical of the move. Executive director Jim Killock argued that providing opt-out tools does not go far enough to meeting the proposals from the European Commission.

"Tracking users requires their consent. These web sites don't work as you can only opt out if you don't switch your browser or clear your cookies. We really hope the EU sticks to its guns and insists on proper consent," he said.

The new rulings on cookies are set to come into force on 25 May, and the Information Commissioner's Office recently warned businesses to be ready for the new law.